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The Search for An AnswerIP Law & BusinessAugust 2007 Schwartz Cooper attorney Bryan Sugar was quoted in an IP Law & Business article, "The Search for An Answer," reporting on the case law surrounding search engine advertising. The article explores the question federal courts have been debating, "Does using someone else's trademark to trigger your ad equal trademark infringement?" Until the courts reach a decision, Mr. Sugar advises trademark owners to "purchase a general descriptive term instead of a trademark," and to avoid including "a competitor's trademark in the text of your ad."
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